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商业时代的体育本身其实就是一种资产。在商业时代的各种体育行为中,无论是通过体育资产自身运营赢利,还是以体育资产为载体进行招商赢利,都要求作为行为主体的体育资产具有非常良好的诚信度。所谓诚信度,用俗话讲其实就是“口碑”,也就是商业实体总的外在形象。如今,专业人士已越来越达成了这样一个共识:良好的形象本身就是一种非常重要的形象资产,而这个结论对商业时代的体育同样非常适用。
The business itself is actually an asset in the commercial era. In the various business activities of sports, whether through sports assets to operate their own profits, or to invest in sports assets as a carrier for profit, requires that as the main body of the sports assets have a very good integrity. The so-called integrity, in fact, is the “word of mouth”, that is, the general external image of the business entity. Today, professionals are increasingly reaching the consensus that a good image is a very important image asset in itself and that this conclusion is equally applicable to business in the sports age.